Key Moments in episode 162 of the Daily Brand SERP series:
00:00 The Brand SERP for Cetaphil
00:10 Cetaphil’s good grip of their left rail
00:30 The intriguing absence of their Knowledge Panel
00:42 The rare case of Wikipedia page that doesn’t trigger a KP
01:03 Why it is not advisable to rely on trusted sources to trigger the Knowledge Panel?
Cetaphil is a global brand that manufactures skincare products. And like many brands, their Brand SERP has many product images across their left rail. Groovy!
However, the right rail of this SERP is empty, which is unusual for a major global brand. I wonder why, so I take a closer look at the left rail and finds out that this brand has a Wikipedia page and it has been on the web since 2015!! That makes this a very unusual situation.
So although 50% of Knowledge Panels leverage Wikipedia, and most brands with a Wikipedia page have a Knowledge Panel, relying solely on this trusted source is not advisable.
Instead of putting our eggs in one basket, we should put them on several corroborative sources that Google trusts 😉
Watch until the end!
Kalicube’s #DailyBrandSERP December 17th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi and welcome, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Cetaphil, who are a skin care company.
Apparently, there are lots of Ads we can see here. It’s absolutely shocker full of ads. Their UK site ranks at the top. They’ve got a couple of People Also Ask and lots of products at superdrug.com.
These lovely images, it’s absolutely full of images. Very, very, very visual, lots of products.
What struck me is they don’t have a Knowledge Panel on the right-hand side. It’s a very well-known company, a very well known brand, no Knowledge Panel. And yet, if we look down here, they have a Wikipedia page. And the point here is even with a Wikipedia page, a Knowledge Panel is not guaranteed.
And if we look at the history, this Wikipedia page has been around since August, 2015. So that’s six years, that this Wikipedia article has been here and yet no Knowledge Panel on Google. So, lesson that we learned today is don’t rely on Wikipedia a hundred percent. It helps a great deal with Google’s understanding of the world and it certainly will help trigger a Knowledge Panel, but even with the Wikipedia page, even after six years, you don’t necessarily guarantee getting that Knowledge Panel on your Brand SERP.
Thank you very much and I’ll see you soon.
